Norway: sales opportunities by low domestic production29 November 2016
In October 2016 growers departed, led by Ron Hooyman (FloraPlus), Nicolette Hooyman (FlowerSense) en Josephine Klapwijk (Royal FloraHolland), for a study trip to Oslo. They found that there are many promising opportunities for improving the Norwegian consumption of cut flowers and plants.
Norwegian consumers are very conservative in their flower choice. Roses top the list (90%). Other popular flower products are tulips and germinis. It is striking that there are few chrysanthemums on offer, a flower that is usually found in the top 5 of cut flowers throughout Europe. There are other flowers that are practically missing from the assortment. So this provides plenty of opportunity for the Dutch horticultural sector to introduce changes in the supply on offer in Norway.
Royal supplier sells flowers from a shipping container
At the independent florist Blomsterboden we were surprised to find a shipping container full of flowers. This florist is the official supplier to the royal family. Princess Mette Marit picks up her flowers here each week, as do the 'normal' Norwegian consumers. This florist is well-known for its top 'craftsmanship' and good quality.
Own horticultural production almost gone
There is practically no production left in Norway. Flower cultivation has decreased drastically in the past few years, while the pot plant production has remained stable. In the flower category, tulips, gypsophilia and other ornamental foliage, and lilies are grown. In terms of plants, kalanchoë, poinsettias and garden plants are grown, but otherwise the level of production is negligible. Norway depends on the import of horticultural products from other countries. The import levy on this category is high and varies from product to product. This makes the flowers and plants expensive in Dutch terms. Norwegians do have a higher disposable income than Dutch people, which allows them to continue purchasing flowers and plants with ease.
Opportunities for increased consumption
The average Norwegian flower consumer is a woman aged 49 years who buys flowers to decorate her home (cosiness seeker). We can reach these consumers via simple promotion campaigns from the sector. For example, a poster with a simple, but effective expression or a video of the grower who cultivated the flowers. The average disposable income of the Norwegian consumer and the willingness to pay of Norwegian flower consumers are high. This is a great chance for our horticultural sector to acquaint the Norwegian market with a wider range of our lovely flowers and plants.
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